The Challenge
595 Dean St is TFC’s latest residential building in Brooklyn, designed by Handel Architects and located in the Pacific Park development zone of Prospect Heights. Set on nearly two acre of public park space, 595 Dean St features luxury amenities such as a rooftop pool, private co-working space, and a Chelsea Piers on site.
The challenge was to provide a graphic language and advertising that felt unique in the crowded luxury rental landscape.
Proponent worked closely with MOSO Studio to create the marketing renders.
Lifestyle photography was captured over the course of a year, highlighting what makes Prospect Heights so special.
The primary identity uses a combination of faceted container shapes, floral overlays, and a heart pine texture that references the lobby.
A comprehensive Style Guide was created in order to meet the needs of a wide array of applications and empower the team at TFC to use the system independently and consistently.
The website was built on Wordpress, with Proponent handling both design and development.
595 Dean St is an ADA-compliant building and the website was built to meet WCAG 2.1 AA specifications.
Bus wraps were used along routes that ran through the neighborhood.
The Solution
Create a visual identity and ad campaign that matches the energy and unique design of 595 Dean St.
Services Provided
- Branding
- Design
- Advertising
- Production: Photography